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December 2006 LoCo Motion… Loudoun County Economic Development Progress Route 7 Retail Study Recommends High-End Future The Route 7 Corridor of eastern Loudoun will provide the county with opportunities for fu- ture high-end retail developments, according to the recently released Route 7 Retail Market Analysis. The study was initiated by the Board of Supervisors, who tasked the Depart- ment of Economic Development (DED) to help the county gain a more thorough under- standing of the retail market in the Route 7 Corridor. Working with AKRF Environ- mental, Management, and Engineering Con- sultants of Hanover, Maryland, as well as Department’s Prospect members of County Administration and the Activity—December: Departments of Planning and Management & According to the analysis, the county should • Responded to 194 general Financial Services, DED issued the final retail look to examples of lifestyle centers, such as information requests analysis to the Board in December. Mashpee Commons in Cape Cod, Massa- • Distributed 6 maps and 37 An initial retail inventory in the report chusetts, for future retail development in the business guides showed that the Corridor, which was defined Corridor. Mashpee’s master plan includes a as the Loudoun County area east of Lees- total of six interrelated mixed-use neighbor- • Conducted 80 business appointments burg, south of the Potomac River, and north hoods with housing, offices, high-end stores, • Worked with 1 new and 54 of the Dulles Greenway, currently holds more civic buildings and open space in a tradi- tional New England form -- controlled by a on-going prospects than 9.6 million square feet of existing retail strict site and architectural design code. • Received 108,675 hits on space. Potential build-out of all existing and www.loudounfarms.org, approved projects totals up to 14 million square feet. Of this space, over 60 percent with 4,974 user sessions. is currently comprised of neighborhood and community centers offering standard personal service and convenience goods, which pull most of their customers from areas within three miles. The remainder of the Corridor’s retail space is focused on two larger-style compo- nents. AKRF documented the study area’s four “regional centers” — large shopping areas anchored by one or more department stores which draw customers from at least 10 miles away — an example of which is the retail cluster around Route 7 and Cascades Parkway in Sterling. The other component — super regional centers — are dominated by stores offering comparison shopping goods typically in an indoor envi- Inside this issue: ronment anchored by three department stores. Loudoun examples are seen at Dulles Business Announcements 2 Town Center, Dulles Town Crossing, and Leesburg Corner Premium Outlets. In the News 3 A key conclusion of the analysis was that while retail absorption has been strong in Loudoun due to rapid population growth and high income levels, the mix of future Department & 4 Corridor retail development needs to be modified. Neighborhood and community Commission News center-style areas are nearing a saturation point. At the same time, there is a lack of more upscale shopping experiences offered by the large “lifestyle/town center” devel- Construction Activity 4 opments seen elsewhere which target the region’s most affluent customers. These centers are usually between 150,000 and 500,000 square feet, and are designed to emulate “Old World” streetscapes through architectural design elements. AKRF therefore concludes that the Corridor has “reached a threshold” where it is (See Retail Study, Continued on page 2) Page 2 ♦ LoCo Motion… Loudoun County Business Announcements ♦ Inova Loudoun Hospital tions in those areas, the facilities (www.ILH.com) recently broke are both expected to open later this ground on a 78,000 square foot ex- year. The Dulles facility will pro- pansion project at its main Lans- vide urgent care, physician services, downe facility. The expansion in- and radiology procedures, and the cludes a four-story addition with 16 Purcellville location will provide medical/surgical beds, 12 intensive primary and specialty physician care unit beds, and expanded phar- services, physical therapy and reha- macy and conference room space. bilitation services. The completed project also in- “We believe community medicine cludes the expansion of ILH’s labo- is all about responsiveness, and we ratory and cafeteria facilities, al- are pleased to be able to deliver on lowing for the creation of new pro- our promise of improved access to grams such as a room service pilot care for Loudoun County,” said project and the use of robotics in Randy Kelley, Inova Senior Vice the pharmacy to meet increasing President and Inova Loudoun CEO. demand for hospital testing ser- vices. ♦ Middleburg Christmas Tree Farm (www.middleburgxmastrees.com) The expansion, expected to be was host for the fourth annual visit complete by late 2007, is the latest from representatives of the Russian in a series of improvements made to An embassy representative at- Embassy in Washington. The Loudoun Hospital since it merged taches guide ropes to their se- group was in town to choose and with Inova in 2005. The hospital lected 30-foot tree while Middle- cut a tree for the Russian Orthodox also renovated its Donald Sabella burg Tree Farm Owner Frans Kok celebration of Christmas on Janu- serves up a selection of the Emergency Department and ary 7, 2007. Middleburg Tree Farm Russians’ favored refreshments. opened its new Pediatric Emer- offers Norway Spruce, Colorado gency Department in May 2006, Blue Spruce, and Douglas Fir trees and opened the Schaufeld Family for $60, as well as special “embassy Heart Center in January. ILH is trees” which are 16 feet and taller also currently working toward the for $250. As in past years, Frans openings of the Inova Medical Cen- Kok, Middleburg Tree Farm owner, ters in both Dulles and Purcellville. helped make the tree cutting a fes- Designed to meet the healthcare tive event, complete with a buffet, services needs of growing popula- (Retail Study, continued from page 1) “appropriate for the county to be more selective and proactive in guiding retail development.” Among its other guidelines for the Route 7 Corridor: ♦ The county should protect areas with non-retail commercial development potential to maintain a diverse economic baseline. ♦ Zoning requirements should be enacted to encourage the development of newer retail development concepts. This could include provisions for public amenities, mixed development uses, pedestrian access, and the encouragement of structured parking over large parking lots. ♦ The county should require a detailed market study of demand for high-end uses, including hotels, sit-down restaurants, and upscale large department stores. The complete report and a related presentation made to the Board of Supervisors in December is available online at http://inetdocs.loudoun.gov/bos/docs/specialmeetings_/120706committee_/index.htm. December 2006 Page 3 In the News ♦ The Loudoun Convention & Visitors Association is currently accepting nominations for its 2006 Tourism Awards. The awards program showcases the work, service, creativity and contributions of individuals and organiza- tions as related to tourism promotion. Categories include Employee of the Year, Volunteer of the Year, Tourism Event of the Year, and Tourism Promo- tion/Campaign of the Year. The highest honor is also presented with the Judy Patterson Tourism Award, honoring individuals and groups who have contributed a legacy to the tourism industry. Guidelines for nominations are listed at www.visitloudoun.org, and all entries are due by January 19, 2007. ♦ If judged by trends noted by the U.S. Department of Agriculture (USDA), The Loudoun Loudoun’s history of successful farmers markets is not just a local phe- Valleys Home- nomenon. The USDA announced in December that the number of farmers grown Markets markets increased nationally more than 7 percent between 2005 and 2006. Association runs The new numbers are based on an update of the National Farmers Market seven farmers markets in the Directory by USDA's Agricultural Marketing Service (AMS), and the pre- county from May liminary results of the 2006 USDA National Farmers Market Survey. "These to October, in statistics show farmers markets continue to be an increasing source of in- addition to a new come for our nation's farmers," said AMS Administrator Lloyd Day. "Their winter market in popularity with consumers is growing, and buyers enjoy fresh, locally grown Leesburg. products." ♦ The Northern Virginia Life Sciences Communities (NVLSC) group met December 4 and discussed the future direction of the group, preliminary re- search plans, current and future marketing opportunities, and potential ways to grow the region’s life sciences community, including the use of in- centives. Participants included economic development representatives from Fairfax, Prince William, and Loudoun Counties as well as top executives from George Mason University. The NVLSC will meet again in February. ♦ “Artificial Intelligence: Digital Smarts, Thinking Machines, and Implica- tions for Society” was the topic for discussion at the Loudoun Science & Technology Cabinet meeting December 8. The featured speakers included James L. Olds, the Director and Krasnow University Professor of Computa- tional Neuroscience at the Krasnow Institute for Advanced Study at George Mason University; and John Zett, President & CEO of Alatheia US Limited, a manufacturer of prosthetic technologies for amputees throughout the James L. Olds, one of the featured world. In addition, DED’s Larry Rosenstrauch partnered with Angle Tech- December speakers for the Lou- nology CEO Gary P. Evans to lead an interactive discussion on the region’s doun Science and Technology Cabinet, is the director of the science and technology current assets, greatest competitors, and potential Krasnow Institute. The 15-year old for future growth. organization is “situated strategi- ♦ According to a recent analysis of the 2005 American Community Survey cally at the intersection of neuro- data from the U.S. Census, the Washington region currently ranks first in biology, cognitive psychology and the nation among large metro areas for the attraction and retention of college computer science” and conducts graduates. Completed by the Greater Washington Initiative, the analysis research funded by agencies such showed that 45.92% of the region’s residents have bachelors degrees or as the National Institutes of Heath, the National Science Foun- higher. This places the D.C. area well ahead of second-ranked Atlanta, where dation, and the Department of 34.32% of residents have degrees. The D.C. area ranked third in the compari- Defense. son in 2000. Department and Commission News ♦ Loudoun County has recently hired Jack Brown as Econo- mist in the Department of Management and Financial Ser- Loudoun County vices. Brown will be part of a team that examines economic, Department of Economic Development demographic, revenue, and fiscal issues for the county. He comes to the county with a background in state and county research in Ohio as well as economic analysis for the energy 1 Harrison Street, SE, MSC #63 industry. Leesburg, Virginia 20175 Phone: 703-777-0426 ♦ The Loudoun County Rural Economic Development Coun- Toll Free: 1-800-loudoun cil has set its membership for 2007. New members this year Fax: 703-771-5363 include Celebrations Hospitality Co-Founder Douglas Arm- strong; Fabbioli Cellars Owner Doug Fabbioli; Loudoun County Farm Bureau President Chris Hatch; Loudoun County Economic Development Commission Representative Tamar VISIT US ON THE WEB AT: Datan Johnston; agricultural economist and marketer John BIZ.LOUDOUN.GOV Montel; and Endless Summer Harvest Marketing Partner Mary Ellen Taylor. Returning members for 2007 are Supervisor Lori Waters; Ava Abramowitz; Nicki Bazaco; Floyd Blethen; Jeffrey S. Browning; Marian Czarnecki; Jeremy Harvey; Robert Kline; Benjamin Leigh; Donna Rogers; Melanie Voght; and Kate Zurschmeide . REDC officers for 2007 will be elected at their next meeting on January 8. Construction Activity In November 2006, Loudoun County permit- ted a total of 336,520 square feet (SF) of non- residential construction: 1,600,000 2005 Total 2006 Y-T-D ♦ Office — 0 SF 1,400,000 1,200,000 ♦ Flex/Industrial — 98,654 SF 1,000,000 ♦ Retail — 14,504 SF 800,000 ♦ Other — 223,362 SF 600,000 ♦ Taxable — 127,066 SF 400,000 ♦ Route 28 — 96,123 SF 200,000 The cumulative amount of nonresidential 0 Office Flex/Industrial Retail Other square footage permitted from January to No- vember of this year is 3,932,657, an 8 percent Nonresidential Construction — Square Feet Permitted increase over the same 11-month period last 2005 Total and 2006 Year-to-Date year.
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